B2B Social Media Book

First Book on B2B Social Media

SPENDING ON B2B SOCIAL MARKETING is expected to grow 21 percent annually through 2013, yet the innovations of successful companies get surprisingly little attention. This book guides the reader step by step through the process of building and executing a social marketing strategy intended specifically to address the unique needs of business customers.

It's no secret that social media tools offer powerful new ways to build and cement customer relationships, but the most prominent success stories in books and the media have been about customer markets. The potential for the same tools to transform B2B marketing has been mostly overlooked.

Until now. Social media visionary Paul Gillin and strategic corporate communications consultant Eric Schwartzman have teamed up to present research, stories, and recommendations targeted exclusively at B2B companies. Social Marketing to the Business Customer presents a compelling case for using social media to revolutionize customer outreach, bringing companies in contact with their customers in unprecedented ways and creating dialogues that drive repeat business and reveal new revenue opportunities.

"Finally, the book I was too lazy to write. Gillin and Schwartzman have broken open the code to how to approach B2B marketing with social media."

Chris Brogan, President Human Business Works and publisher at chrisbrogan.com

"Gillin and Schwartzman not only dispel the myths that social media are limited to B2C marketing, they demonstrate how business customers are redefining the boundaries for influence, decision making, and lead generation."

"Business-to-business marketing, like football, is a game of inches. It requires chipping away at a customer a bit at a time to build a relationship and close a sale. It requires patience, people and practice. Social media - in many ways - makes B2B marketing easier and measurable. However, it also makes it more challenging - requiring companies activate employees as thought leaders to build trust. Through rich case studies and stories from diverse industries, Gillin and Schwartzman demystify the process and show how it's done while offering a solid guide to the various technologies, tools and platforms.

"While most of the social media hoopla to date has been in the consumer space, social media will have an even larger impact on B2B companies seeking to build deep, long-term relationships with their customers. This book is extremely timely as a guide on how to do just that. If you’re in the B2B space and looking to grow your business, this is the book for you.

Larry Weber, Chairman, W2 Group and founder,Weber Shandwick Worldwide and W2 Group

“In the old days, the B2B marketer's sole job was to generate leads and hand them over to salespeople to nurture and close. No longer. Buyers evaluate your offerings continually on the web and if you’re not engaging through social networks, your company is at a tremendous disadvantage. Paul and Eric show you how the most successful B2B companies reach buyers via social marketing. Pay attention and do what they say or cede your prospects to the competition.”

“Markeers who sell to business often miss one fundamental fact: business customers are people too, and they love to connect in social channels. Using social marketing to reach them is not just effective, it’s imperative. Paul and Eric’s book is filled with great examples, practical advice, and nuggets of insight – just what you need to remake your marketing plan for the era of social technology.”

"If your company is still blocking access to social networking sites or considering them as a 'productivity drain', think twice! For many B2B companies it is THE new way to engage with customers, communicate with suppliers and generate leads. A solid social media presence is the only way to open and humanize your business and master crisis communication. This books shows you with very practical examples that there is no good reason not to use social media."

B2B markets are fundamentally different from consumer markets. Decisions are made on value, not impulse. Buying cycles are complex, often with many stakeholders involved. Relationships and support are critical. Bet-the-business decisions demand discipline, knowledge, and lots of information.